Behind the $100 million promo-partner push for "Beetlejuice 2"

Beetlejuice Beetlejuice filled theaters across America this past weekend, with its better-than-expected $111 million haul at the domestic box office ranking second all-time for a film debuting in September.

But, unlike the film’s titular demon, Beetlejuice 2’s near-record-setting performance at the box office didn’t just appear out of thin air. The film’s success can be attributed in part to Warner Bros.’ largest-ever promo partner campaign, valued at $100+ million across 35 different brand partners.

How it worked: Each of the top Beetlejuice 2 brand partners found ways to integrate their brands into scenes or locations from the movie – and the film’s creators were part of every decision.

Examples include:

• A CarMax partnership where the film’s creators helped construct an afterlife car dealership called BeetleMax.
• A Progressive Insurance ad in which Flo and the gang are tasked with protecting the owners of the iconic Deetz house from sandworms and a near encounter with Beetlejuice himself.
• Denny’s bringing retired menu favorites back from the dead, and also launching a brand-new Afterlife Menu with custom, film-themed items.

📝 Bottom line: Analysts say the success of Beetlejuice 2’s promotion campaign will likely prompt more film studios to work together with brands on marketing content, rather than simply invest in traditional ads.